Blogs – The Web Authority

February 16, 2023February 16, 2023

Are There Consequences of Google.com’s New Continuous Scroll?

Recently Google released a new feature for Google Search for desktop – continuous scroll. This fresh look for Google Search was clearly created from careful analysis of user behavior.

In terms of users moving through material of interest, Google sees continuous scroll as a way to get more information in front of a reader without the break of clicking to new pages. The problem with this new feature is the loss of top SERP placement for SEO and top of page placement for Google Ads. For Google Ads this may cause a drop in conversion numbers.

What Google Says About Continuous Scroll

Google has not released an official blog on the topic of continuous scroll on desktop, but here is what Google had to say when continuous scroll was released on mobile.

“While you can often find what you’re looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results. With this update, people can now seamlessly do this, browsing through many different results, before needing to click the ‘See More’ button.”

The Impact

Google seems to think that SEO results will improve as there will no longer be pages in the SERPs, but the simple fact is that people do not want to scroll through 50+ results of website listings trying to find an answer to a search query.

When it comes to Google Ads, Google say that ads won’t show on the bottom of the page but rather in the middle of a given portion of scrolling. From my point of view, the bottom of the first page, is better than the middle of what would have been the 3^rd page of results.

Google has already stated that users of Google Ads will see an increase in impressions as users scroll down the page. On mobile, continuous scroll was one thing, because users could always find results on desktop, but now with desktop folded into continuous scroll, it is a whole new ball game.

Truthfully, I do not know the full impact continuous scroll will have on the digital Netscape, but I am watching and looking for solutions as problems emerge.

As an experienced Google ads and SEO expert who is always interested in drastic changes Google makes to its platforms, I am watching closely to see how continuous scroll impacts my clients marketing and SEO efforts.

About the Writer

Christopher Harper is a Senior Associate at McCord Web Services, a Google Partner. He is a certified in all areas of Google Ads and an expert in Search Engine Optimization.

December 30, 2019July 27, 2019

Stop Bleeding Cash in AdWords- Move Out of Broad Match

As a Google Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.

Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.

Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.

McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.

If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.

Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.

I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.

Need a savvy pay per click account manager on your side? Check out our programs. We work as a white label supplier/expert for agencies

December 16, 2019July 27, 2019

Adding Facebook Advertising to Your Internet Marketing Strategy

Here are my tips as to when you may want to consider advertising your business and services on Facebook.

One, if you have a relatively low ad budget and want to test if pay per click might be a good option to grow your business, Facebook pay per click advertising is a good match.

Two, if you have customer demographics that fit with the older Facebook user, Facebook advertising may be a good fit for your needs. If your audience is in their 20’s and 30’s consider Instagram instead of Facebook.

I have had clients have success advertising products and services on Facebook. Here are some additional considerations if you decide that you would like to try it out.

One, make sure you are monitoring comments. Readers will post comments to your ads and if you are not watching competitors may even post their own links in the comments. You can delete any comments you find offensive or not business enhancing. It is not uncommon for trolls to post negative things on your ads, so it is crucial that you be monitoring ad comments.

Two, I do not typically encourage driving Facebook pay per click traffic to your Facebook page but rather to your website so your message is shaped to put you in the best light.

If you need help on strategies or evaluation of Google Ads as an option, make sure to visit our website for more information and pricing.

December 9, 2019July 27, 2019

Tackling a High Bounce Rate- Part Two

Dealing with a high bounce rate on your website? Here are my recommendations for what to do to try to solve the problem.

First, don’t get spun up. Not every page needs to have a low bounce rate of 40% to 65%. I have found that blog posts and informational articles, which may be driving traffic to your website, may also have a high bounce rate.

If this is the case, I recommend the following actions:

Put the page to work for you. Feature your newsletter subscription link, video links, and even AdSense advertising ads on those high traffic, yet high bounce rate pages. Understand that they are doorways into your site and work to market your own site on these pages with banners, icons, and interactivity like video embeds.

Second, if you have content and service pages that are really meaningful to your business and they have a bounce rate in the high 70%’s, I would tag them for a content review.

If this is the case, I recommend the following actions:

Review your meta tags, you may be getting traffic that is not targeted to your page content. Review your meta title and meta description tags. Do they make sense based on the content of the page? Should they be updated to be more reflective of what the reader will find when they click in?

Review your page content with a careful eye for detail. Are you supplying content that is engaging or just supplying information. Do you have a call to action on the page, do you have links to your contact form, are you using an app like Drift to get the person online chatting with you, are you addressing a pain point and supplying solutions with related information on other pages drawing the reader in farther to your content?

Are you driving untargeted Google AdWords traffic to your page and paying for a click where what you are offering on your page does not match keywords that are being triggered? As AdWords experts find out more about our programs to solve this issue.

We offer professional by the hour content consulting and website content writing services. I invite you to visit my website to learn more about how we can help you to lower a high bounce rate on your website.